You can capture customer survey data and communication preferences in Retail Express to build more useful customer profiles. This information can support more targeted communication, personalised service and customer loyalty activities.
In this video we show you how to use the marketing features at POS for your customers, including the survey and marketing profiles.
Chapters
Timestamp | Chapter |
|---|
00:07 | Accessing the Customer Survey |
00:15 | Understanding Survey Profiles |
00:25 | Customer Information You Can Record |
00:32 | Using Survey Data for Marketing |
00:50 | Creating Customer Incentives |
01:04 | Selecting Survey Options |
01:10 | Saving the Customer Survey |
01:15 | Configuring Survey Questions |
Transcript
The survey area in POS allows you to record information about a customer’s preferences and interests. This information can then be used with customer reporting and marketing tools to identify relevant customer groups and create targeted incentives.
Accessing the Customer Survey
From the Customer tab in POS, select the survey area.
The Survey screen displays the questions and options that can be associated with the customer record.
Understanding Survey Profiles
The survey profile can be used for loyalty and marketing purposes.
It allows you to record personal profile information and preferences that may help the business understand the customer and communicate with them more effectively.
Customer Information You Can Record
The available survey questions depend on how the survey profile has been configured.
For example, you may want to record:
- How the customer heard about the business
- The customer’s month of birth
- Whether the customer is interested in attending VIP events
- Other preferences relevant to your marketing activities
Using Survey Data for Marketing
Capturing this information in POS can support more targeted marketing.
Using customer and loyalty reports in Back Office, you can identify customers according to factors such as:
- The types of products they purchase
- The price points at which they purchase
- Their recorded survey responses
- Their personal interests and preferences
Survey attributes can be combined with other report filters to create more specific customer groups.
Creating Customer Incentives
After identifying the required customers, you can create incentives relevant to their interests or purchasing activity.
These incentives may include:
- Bonus loyalty points
- Gift vouchers
- New discount levels
The offer can then be promoted to the selected customers using the newsletter feature.
Selecting Survey Options
On the Survey screen, select the options that you want to associate with the customer.
You can choose the responses that best represent the customer’s information and preferences.
Saving the Customer Survey
The selected survey details are saved when the current transaction is finalised.
The responses are then associated with the customer record and can be used in future customer reporting and marketing activities.
Configuring Survey Questions
The questions and selectable options displayed on the Survey screen are controlled through the survey profile settings.
These settings allow the business to determine which information staff can record against customers in POS.